PDF Market Analysis - Stanford University

[Pages:24]Market Analysis

Biotech Connection: Bay Area

Former Oxbridge Biotech Roundtable

Stanford Innovation Farm Program

September 16, 2014

Executive Summary

1. Selecting a successful product 2. Defining the market 3. Market analysis: leveraging primary and secondary

research to quantify value addition 4. Due diligence: market and industry, path to mass

production, substitutes, barriers to entry

Successful Product

PRODUCT

? Proprietary (Jack Daniels vs. whiskey)

? Substitutes (coke vs. sequencers)

? IP (patent) ? Us vs. them (Tesla vs. Ford) ? Can be re-used widely

(wheel) ? Improve user experience

(heated car seats)

MARKET

? Size (vanilla vs. garlic icecream)

? Growth (iTunes vs. CDs) ? Segment (beer vs. cognac

drinkers) ? Competition (space stations

vs. mobile phones) ? Barriers to entry (FDA) ? Industry (high tech vs.

woodwork) ? Drivers (technology vs. rare

disease)

Successful Product

CUSTOMERS

? Who (researcher? clinician?)

? Need (analytical assay vs. diagnostic tool?)

? Want (convenience? price?) ? Now vs. future (tattoos) ? Reach them (ads, shows,

conferences, papers...) ? Keep them (customer

service, improvements, consumables, barriers to move)

OTHER

? Costs to launch (R&D, regulations, infrastructure, marketing...)

? ... vs. abilities (grant vs. cost) ? Profit (luxury car vs. pen) ? Infrastructure? (lab space?

machinery?) ? Management? (researchers

vs. MBAs?) ? Suppliers? (uranium vs. NaCl) ? Channels? (CVS vs. hospitals

only)

Product: SWOT analysis

Device, technology, piece of software etc. E.g. medical device

STRENGTHS Margins

Access to incubators/innovation

Hard to replicate

New/best in class

WEAKNESSES Regulatory structure (FDA) Costs Customer pushback Price

OPPORTUNITIES Superconsumers (informationhungry) Mobile device compatible Fads

THREATS Device tax (may be removed) Tough to get funding Healthcare reform puts admins in charge (costs)

Market

Market is a mechanism through which a business delivers value proposition.

BUSINESS

CUSTOMER

Market

Market is a mechanism through which a business delivers value proposition.

BUSINESS

CUSTOMER

Market

Market is a mechanism through which a business delivers value proposition.

BUSINESS COMPETITION

REGULATION

CUSTOMER SEGMENTS

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